Pasadena’s Smaller Stores Gear Up For Small Business Saturday Shopping Events

Independent retailers across Pasadena are preparing for Small Business Saturday, a key shopping event that rivals Black Friday in importance for local merchants seeking to compete with national chains and e-commerce sales.

According to a recent GoDaddy survey, 71% of U.S. shoppers are willing to pay more to support small businesses, with 53% indicating they would spend up to 10% more despite inflation concerns. The survey also found that 78% of people are as likely or more likely to shop at small businesses this holiday season compared to previous years.

“It falls right in between two of our busiest times, Thanksgiving and the December holidays and New Year’s,” says Thomas Kalb, co-owner of Agnes Restaurant & Cheesery in Old Pasadena.

The Old Pasadena Management District, home to nearly 200 independent businesses, is offering several incentives to draw shoppers, including American Express gift card giveaways valued between $25-$100, $1 parking for the first two hours in Park & Walk Garages, and free rides on Pasadena Transit November 29-30.

Consumer motivation for shopping small includes supporting the local economy (30%), better customer service (18%), and access to unique or handmade products (13%), according to the GoDaddy survey. Younger generations are showing particular interest, with 85% of Gen Z and 83% of Millennials indicating they plan to shop at small businesses.

Local merchants view the day as more than just a sales opportunity. “Small Business Saturday is about more than just a sales boost—it’s an opportunity to build meaningful connections with our community,” says Vanessa Nabhani of PlayLab Beauty, which opened six months ago.

City officials emphasize the importance of small businesses to Pasadena’s sales tax base and commercial real estate activity, with shopping districts including South Lake Avenue, Colorado Boulevard, and Old Pasadena serving as key commercial centers.